Area Manager - UAE

JOB PROFILE

Job Title: Area Manager - UAE 

Department: Retail Operations 

Reports to: Operations Manager 

Direct Reports: Store Managers (8-12 locations) 

Territory: Defined UAE region (North, Central, or Western) 

Location: UAE-based (Dubai, Abu Dhabi, or Sharjah depending on territory) 

Job Purpose

Lead, develop, and support store managers across your UAE territory to deliver exceptional customer experiences, achieve sales targets, and maintain operational excellence. You will be a visible, hands-on field leader who spends the majority of your time in stores coaching teams, driving performance, and ensuring consistent execution of brand standards. 

Working closely with the Operations Manager, you will receive regular coaching and support while maintaining day-to-day responsibility for your territory's commercial performance and operational compliance. 

Success Measures: Sales achievement, operational compliance scores, customer experience metrics, team development, and consistent brand execution across all locations in your territory. 

Key Responsibilities 

Store Leadership & Performance Management (80% Field-Based)

• Conduct regular store visits (minimum 4 days per week in stores) 
• Coach and develop store managers to improve performance 
• Hold store managers accountable for sales, service, and operational standards 
• Conduct monthly 1-on-1 performance reviews with each store manager 
• Provide real-time feedback and implement immediate improvements during visits 
• Build strong relationships with store management teams 
• Create positive, motivating environment that drives results 

Commercial Performance & Sales

• Drive sales performance across all stores to meet/exceed targets 
• Analyse sales data and identify opportunities for improvement 
• Implement promotional campaigns and seasonal initiatives effectively 
• Ensure optimal product availability and merchandising standards 
• Monitor competitor activity and market trends 
• Work with store managers on local area marketing opportunities 
• Manage store P&L performance within budget parameters 

Operational Excellence & Compliance

• Ensure 100% compliance with company policies, procedures, and brand standards 
• Conduct operational audits and implement corrective actions 
• Maintain health and safety standards across all locations 
• Oversee inventory management, stock control, and loss prevention 
• Ensure proper utilisation of company systems (CUBES, reporting tools) 
• Implement visual merchandising and store presentation standards 
• Monitor and improve operational efficiency 

Team Development & Recruitment

• Develop store manager capabilities through structured coaching 
• Identify training needs and create development plans 
• Support recruitment and selection of store-level management 
• Conduct induction and onboarding for new store managers 
• Create succession planning for management positions 
• Provide mentoring and career development guidance 
• Foster culture of continuous learning and improvement 

Customer Experience

• Ensure exceptional customer service standards across all stores 
• Monitor customer feedback and implement improvements 
• Drive product knowledge and educational toy expertise in teams 
• Address customer complaints and escalations appropriately 
• Ensure stores deliver brand promise consistently 
• Create memorable shopping experiences for families 

Collaboration & Communication

• Attend weekly 1-on-1 coaching sessions with Operations Manager 
• Participate in monthly business review meetings 
• Collaborate with other UAE Area Managers to share best practices 
• Work effectively with head office support teams (HR, Finance, IT, Marketing) 
• Provide timely reporting on territory performance 
• Escalate issues appropriately and seek support when needed 
• Represent the field perspective in company initiatives 

Essential Requirements

Experience & Background

✓ 4-6 years multi-site retail management experience 

✓ Proven track record managing store managers/supervisors 

✓ Experience in fast-paced, customer-focused retail environment 

✓ Strong commercial results and sales improvement achievements 

✓ UAE retail experience essential

✓ Toys, fashion, lifestyle, or similar retail sectors preferred 

Leadership & People Skills

✓ Strong coaching and mentoring capabilities 

✓ Ability to build rapport and positive relationships quickly 

✓ Performance management experience with constructive feedback approach 

✓ Team development focus with track record of growing talent 

✓ Comfortable managing people managers 

✓ Motivational leadership style 

Commercial & Operational Skills

✓ Strong commercial acumen and sales-driving ability 

✓ Understanding of retail KPIs and performance metrics 

✓ Experience managing store budgets and controlling costs 

✓ Solid grasp of inventory management and loss prevention 

✓ Attention to detail on operational compliance 

✓ Practical problem-solving approach 

Communication & Interpersonal

✓ Very good English (written & verbal) - essential for reporting 

✓ Comfortable presenting to groups and conducting training 

✓ Ability to give constructive feedback effectively 

✓ Strong listening skills and empathy 

✓ Cross-cultural communication capability 

✓ Professional presence representing the brand 

Technical & Practical

✓ Proficiency in retail systems and MS Office 

✓ Strong organisational skills managing multiple locations 

✓ Valid UAE driving license 

✓ Comfortable with regular travel across territory 

✓ Ability to work flexible hours including weekends when required 

Personal Attributes

✓ Field-focused approach (energised by store visits, not desk work) 

✓ Collaborative team player 

✓ Receptive to coaching and feedback from Operations Manager 

✓ Self-motivated with ability to work independently day-to-day 

✓ Resilient and positive under pressure 

✓ Genuine passion for retail and customer service  

Desirable Requirements

• Experience working with international retail brands 
• Understanding of franchise retail operations 
• Previous exposure to toy retail or children's products 
• Experience with UK retail standards 
• Additional languages (Arabic) beneficial 
• Formal retail management qualification 

Key Performance Indicators

Sales & Commercial Performance

• Sales achievement vs target (individual stores and territory total) 
• Like-for-like sales growth 
• Average transaction value and items per transaction 
• Conversion rates and customer count 
• Mystery shopper scores 

Operational Excellence

• Operational compliance audit scores (target >85%) 
• Health and safety compliance 
• Stock accuracy and shrinkage control 
• Visual merchandising and store standards scores 
• System utilisation and reporting accuracy 

Team Development

• Store manager performance ratings 
• Team retention rates in your territory 
• Training completion rates 
• Succession pipeline strength 
• Employee engagement scores 

Customer Experience

• Customer satisfaction scores 
• Customer complaint resolution 
• Brand standards consistency 
• Net Promoter Score (NPS) 

Personal Effectiveness

• Store visit completion (minimum 5 days/week in field) 
• Report submission timeliness and quality 
• Responsiveness to Operations Manager guidance 
• Collaboration with other AMs and head office 

Reporting & Accountability

Daily

• Store visit reports documenting observations, actions, and follow-ups 
• Real-time communication of critical issues to Operations Manager 

Weekly

• Territory performance summary with key metrics 
• 1-on-1 coaching session with Operations Manager 
• Update on actions from previous week 

Monthly

• Comprehensive business review for territory 
• Store manager 1-on-1 performance reviews (all stores) 
• Development plan updates for each store manager 
• Cost and budget review 

Quarterly

• Territory strategic review with Operations Manager 
• Talent and succession planning update 
• Major initiatives and improvement projects review 

Working Arrangements

Time Allocation:

• 80% field-based (store visits, coaching, operational support) 
• 20% office/home-based (reporting, planning, meetings) 

Typical Week:

• Tuesday-Saturday: Store visits across territory 
• Monday: Office work, reporting, 1-on-1 with Operations Manager 
• Occasional weekends during peak periods 

Travel: Regular travel across assigned territory (daily commute to different stores) 

Hours: Full-time with flexibility for store trading hours and peak periods 

Base Location: Will be assigned based on territory (Dubai/Abu Dhabi) 

Territory Structure

Your territory will typically include: 

Store Portfolio:

• 8-12 retail locations (mix of The Entertainer and Early Learning Centre) 
• Various store formats (mall locations, concessions) 
• Different trading characteristics and performance levels 

Geographic Scope:

• Concentrated within one UAE region for manageable travel 
• Mix of high-performing and development stores 
• Variety of mall environments and customer demographics 

Team Structure:

• Each store has Store Manager + Supervisors + Sales Associates 
• You manage the Store Managers directly 

Package

Salary : based on experience

Bonus : Monthly performance-based bonus scheme 

Benefits:

• Health insurance 
• 30 days annual leave 
• Annual return flight home 
• End of service gratuity (UAE Labour Law) 
• Car allowance or fuel reimbursement 
• Company mobile phone 

Employment Type: Permanent, full-time 

Location: UAE (specific base location confirmed based on territory assignment) 

This role offers the opportunity to lead a retail territory with strong support and development, working as part of a collaborative team while having day-to-day autonomy in the field.